How to ID a Trojan Customer

Learn about Trojan Customers and their impact on retail businesses.

Introduction to Trojan Customers

Customers of the 21st century are highly educated and informed. When they enter a local retail store, they often hide their true intent of not buying from the store. I call them Trojan Customers of the 21st century.

The Origin of the Trojan Horse

The term "Trojan Horse" comes from a famous war between the Greeks and the city of Troy. After 10 years of conflict, the Greeks built a huge wooden horse. A select force of men hid inside it. The Greeks pretended to leave the area, leaving behind the horse. The Trojans took the horse into the city of Troy as a trophy of victory. That night, the Greek soldiers slipped out of the horse and opened the city’s gates, allowing the Greek army to enter and destroy the city.

How Trojan Customers Operate

Similarly, the Trojan Customer enters a store as if it were the Trojan Horse. The Trojan Customer uses all the free resources of the establishment. They touch the merchandise, ask all necessary questions, and then, when you least expect it, they sneak out their smartphone. They scan the product's barcode, compare the prices online with an app like Price Check, and leave without making a purchase.

Different Exit Strategies

The exit strategy of a Trojan Customer may vary. Some act very politely and thank the seller for their help. Others, adding insult to injury, use the restroom on their way out, as if marking their territory. The final step is to reach the nearest computer to order the item online at a better price.

The Formula of a Trojan Customer

This formula is used by Trojan Customers of the 21st century. They visit the local store, satisfy all their questions, handle the item before buying it, scan the item's barcode, compare the price online, and order the item online for a better price. Consequently, this is why people call Best Buy Amazon’s showroom. The flow of Trojan Customers has increased alarmingly lately. This app has changed the rules of marketing as we know them.

Impact on the Retail Market

Trojan Customers have cost millions of dollars to the retail market. Best Buy was the first to feel the impact, and the issue has spread to medium and small businesses. Therefore, it is extremely important to educate ourselves on internet marketing through seminars and workshops. Trojan Customers have become the Achilles heel of all traders.

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To learn more about how to tackle this issue and improve your digital marketing strategies, register for my next Google Workshop. https://g.co/grow/digitalcoachfl ??

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